The number of responses increased by 90% when compared to average response rate of previous packs (Source: client database 2006, available on request). The response rate is: 2.9% (considered high as recruits have to commit to an initial, minimum contract of 10 years). This not only exceeds the objective (and the client’s expectation) to match the 70% of recruitment leads generated IN 2004, but also surpassed the 100% index set in 2003 by 68%.The Navy also received numerous positive feedbacks as well as requests from siblings and parents of the recipients, all asking for their own personalised copies.